DATE: Thursday, September 25, 1997          TAG: 9709250335

SECTION: BUSINESS                PAGE: D2   EDITION: FINAL 

SOURCE: STAFF AND WIRE REPORT 

DATELINE: ATLANTA                           LENGTH:   42 lines

VALUJET TAKES OFF AS AIRTRAN

Hoping to bury its troubled past, ValuJet began operating Wednesday with a new name, a new logo and fresh paint on its planes.

About 300 of the airline's employees gathered in its terminal at Hartsfield Atlanta International Airport to celebrate the relaunching of a carrier whose name was tarnished by the May 11, 1996, crash that killed all 110 people aboard in the Florida Everglades.

The new name is AirTran Airlines. The effort to cast itself in a new light was summed up in a slogan beneath its new logo - ``It's Something Else.''

The cartoon critter that adorned ValuJet's planes was gone. AirTran planes are white with accents of navy, green and red on the tail under a small ``A'' written in cursive.

At Newport News/Williamsburg International Airport, were the airline runs four daily flights, the change was celebrated Wednesday afternoon at the ValuJet gates.

ValuJet employees in Newport News were wearing AirTran Airlines uniforms. Marquees were changed, as were boarding passes, reflecting the new name.

Newport News airport officials are hopeful that the change will boost passenger volumes.

``I don't think it will be overnight, but it will be gradual,'' said Suzanne Wilson Houck, spokeswoman.

ValuJet already flies about 30 percent of the Newport News/Williamsburg airport's passengers.

Houck said air travelers should be attracted to the new airline's greater reach, as AirTran merger will add about 12 new destinations to ValueJet's current 21. Plus, plans for a new business class should also draw more passengers.

Business class flyers will get a wider seat with more leg room - but still no posh amenities - for an extra $25. One thing that won't change is the super-cheap fares that made ValuJet a success.

In July, ValuJet announced plans to merge with Orlando, Fla.-based AirTran Airways, a smaller carrier, and operate as AirTran. The merger won't be completed until November, airline officials said. MEMO: Staff writer Debbie Messina contributed to this report.

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